As a B2B marketer, email is one of your leading strategies for driving growth for your business. If you aren’t already prioritizing it as one of the main ways to increase revenue, consider this statistic from BtoB Magazine: 59% of B2B marketers cite email as the most effective channel for generating revenue. And your prospects want you to connect with them through email, according to research by Forrester. It showed that nearly 60% prefer that type of communication over talking to a sales rep. Even if you are already prioritizing email marketing as part of your marketing strategy, consider these 10 email marketing hacks to leverage this channel for even more growth. With both B2B buyers and sellers preferring email, the payoff can be significant. 1. Enhance your sign-up forms. Gather the right information about your subscribers from the very beginning of your engagement to maximize the efficiency of your sign-up forms. Instead of simply asking for a name and email address, find opportunities to get more insightful information about your subscribers. Ask for relevant information (such as industry type, annual revenue, interest in a service/product, etc.)—the type of personal information your audience will provide in exchange for quality gated content or the promise of a positive experience with your brand. Surveys are another tool that can help you learn the most relevant information. 2. Segment your audiences. Sending the same emails to everyone on your subscriber list won’t cut it anymore. Your audience already has too much competing for their attention. The internet is saturated with content, and your competitors are being just as exhaustive as you are in their efforts to get business from the same prospects. You need a different approach. Recent research from BuzzSumo shows that the content strategies you used a few years ago are about half as effective as they used to be. Although there’s more content across the board, there hasn’t been a similar increase in engagement. And social shares have also dwindled to minimal levels. Today’s digital environment demands that you engage subscribers through a highly personalized experience. Using marketing automation, you’re able to start segmenting your subscribers beyond demographic factors like industry, job title, and annual revenue. By detecting the behaviors and activities that your prospects are engaging in, with your email messaging and across your site, your system can automatically segment your subscribers based on their interests. With highly defined subscriber segments, you have the foundation to build the personalized experiences that engage your audiences. 3. Create engaging subject lines. A hack to your subject lines addresses the all-critical factor of getting your email noticed in the first place. Use your automation to determine the subject lines that are more likely to resonate with each of your subscriber segments. By tracking previous opens and other engagement rates, the platform can give you the direction you need to create more effective subject lines. 4. Maximize the timing of delivery. If you’re sending an email at the wrong time, you will get little to no engagement, no matter how on-target you are with the right messaging. Put your automation to work and identify the times that each of your subscribers is more likely to engage with your marketing campaign. If you’re not maximizing this feature as part of your email marketing strategy, there are plenty of insights to improve the timing of your delivery in real time based on the data observations from your platform. 5. Send the right promotions and incentives. In addition to sending the right messages, you need to send the incentives that will convert your subscriber to a conversion. Use data gathered through automation to determine what type of promotion/incentives are ideal for promoting conversions at different stages of the marketing funnel. Promotions that are delivered too early—before the subscriber understands the benefits of your solution—are typically wasted opportunities. And it could leave that subscriber with a negative perception of your brand: you’re trying to make a hard sell. On the other hand, a well-timed discount could give a more informed subscriber the incentive to move forward with a purchase. 6. Deliver the right sequence of emails. From the moment they sign up to be on your subscriber list, your prospects will be at different points in their understanding of your brand. Don’t treat them all the same. Use the drip campaign tool to create an automated experience that follows a natural progression. After sending a welcome email as part of an initial engagement, your campaign can be set up to deliver follow-up emails that correspond with the actions or inactions your subscribers take. Make sure you’re creating a journey that is natural for each subscriber. Don’t immediately jump to presenting white pages if a subscriber isn’t showing a high level of interest. Instead, send a series of short blogs or infographics that highlight the common pains the subscriber can identify with and hint how solutions like yours can address those pains. However, if a subscriber is showing a higher level of engagement, send a more direct series of emails to prioritize conversion. You also can create the email campaign so that certain behaviors send a signal to your sales team to follow up. 7. Communicate in real time. Your B2B prospects don’t have the luxury of time. By engaging them based on the actions they’re taking in response to your email message as well as on your site, you can create an engaging, lead-nurturing experience. More importantly, you can create a better experience by helping them find the answers they’re looking for in real time. Automation opens the door to that type of experience through a behavior-triggered campaign. By setting up a marketing campaign with this feature, you can be more effective in producing the type of content that encourages prospects to progress through the marketing funnel. Consider these behaviors/actions as signals for triggering different types of emails:
- Prospect joins your subscriber list
- Subscriber downloads a white paper
- Subscriber reads several blogs in a category
- Subscriber views a video
- Subscriber attends a webinar
- Subscriber requests a demo
For instance, a subscriber who reads several blogs will get a different set of follow-up email messaging than a subscriber who downloads an ebook and attends a webinar. Data insights about the type of content that drives further engagement at each stage of the buyer’s journey, along with this type of behavior-triggered campaign, can be effective in increasing conversions. 8. Gain more data insights about your subscribers. Your email marketing campaign needs accurate data insights to fuel every aspect of your engagement with your targeted audiences. More data gives you what you need to create more personalized experiences for each of your subscribers. Use the advanced web tracking aspects of your platform to gain insights about what people are doing when they come to your site (bounce rates, interactions, etc.) and your social media channels. It also can analyze the steps customers take before making a purchase. As you gain more information about your subscribers, you gain the ability to execute experiences that become increasingly personalized. 9. Share stories. Your content must be strategically executed to engage subscribers with the right message at the right time. Part of delivering that type of engaging content includes storytelling. Use it to create a visual of how your solution or product answers your subscribers’ challenges. In addition to a mix of content that includes visuals, downloadable content, and long-form blogs, include case studies that build a convincing case about the effectiveness of your solution. 10. Optimize for mobile. As with B2C interactions, the B2B industry is influenced by changes in consumer habits regarding mobile devices. According to research by the Boston Consulting Group, a mobile engagement with a B2B brand can speed up the time it takes to purchase by as much as 20%. Those results were tied to mobile’s ability to increase the efficiency of your buyer’s decision-making and team collaboration. B2B buyers who use mobile extensively as part of the decision and buying process spent an average of 49 days from lead generation to the purchase. That compares to 84 days for buyers who didn’t use mobile at all. Creating a responsive mobile experience should be encouraged as part of your email marketing campaign. However, it’s also important that you earn the trust of your audience so that they’re willing to connect with you through SMS. Gathering customer data from mobile interactions also gives you the ability to create a more comprehensive picture of your targeted audiences. Along with social media engagement, automation can pull in this information so that you can understand their interests, needs, and priorities. Wrap up By leveraging the power of email marketing with these 10 hacks, you have the ability to create more effective ways to nurture your B2B customers and prospects—providing the answers they need to succeed. Discover how Delivra’s automation can help you achieve those types of connections. Talk to us about a demo.